Nielsen Analytics to Fuel General Mills Expansion

Nielsen has announced a major expansion of its relationship with US-based food giant General Mills Inc.

General Mills has used the services of Nielsen's Global Connect unit (and formerly its Buy division) for more than ten years, sourcing data on current and emerging trends in its global markets. Now the firms say the Connect platform will be used to 'advance GM's analytic cogency' in the US, and to help its next phase of growth via expanded international service engagements within key global markets.

Nielsen says its technological nous and 'comprehensive view into fast-growing markets such as the pet food category' were also factors in the decision.

Laura McCullough, the firm's EVP of US Manufacturer Client Success, comments: 'Through Nielsen Connect, we will be expanding General Mills' view into the consumer marketplace to provide a deeper understanding of their core consumer needs, propel faster data-driven decisions to foster a more nimble operating environment and generate a prime environment for General Mills to make more meaningful connections between their consumers and brands'.

Web sites: www.nielsen.com and www.generalmills.com .